Advertising agency Orchard chosen as new creative partner by Quilted Northern.
Fresh Take:
Tissue paper giant Quilted Northern has tapped into the creative powers of advertising agency Orchard, hoping to shake up the toilet paper industry and steal consumers away from their current brands.
Orchard's mission? Make folks who've stuck with their old TP brand question their loyalty and make room for Quilted Northern in their bathrooms.
Laura Janness, Orchard's founder and chief strategist, couldn't be more thrilled about this new partnership. "We clicked with the Quilted Northern team from the get-go," she said in a statement, "and we can't wait to get our hands dirty, so to speak, in making this brand shine."
The reason Orchard's talents were chosen? Their collaborative approach to creative development, where strategy and creativity go hand in hand, producing groundbreaking ideas. Such as the jiggly Ocean Spray "Power Your Holidays" campaign — uh-may-zing!
But what's their plan for Quilted Northern? Here's a sneak peek:
- Quilting: A Unique Selling Proposition: They're riding high on the "quilting" concept, emphasizing it as a symbol of quality, comfort, and attention to detail. This differentiator could lead consumers to consider if their current brand offers something as cozy as Quilted Northern[2].
- Artistic Brilliance, Emotional Connection: Orchard's using striking visual grids, quilting motifs, and more to create a look that demands attention and tugs at the heartstrings. This approach makes Quilted Northern stand out like a sore thumb (in a good way), reminding consumers to evaluate the experience their current brand provides[5].
- Community Involvement, Social Impact: The "We Quilt This City" concept suggests a commitment to the community and social responsibility, prompting consumers to reconsider their brand loyalties by choosing a company with heart[2].
- Innovative Advertising, Break the Mold: By disrupting the norms of toilet paper advertising, Orchard challenges consumers to abandon their brand comfort zone and embrace Quilted Northern's thoughtfully designed products[2].
Boom! A campaign that catches the eyes and tugs at the heartstrings. Will you let Orchard and Quilted Northern into your bathroom?
[1] Ogilvy, R. (2020). Confessions of an Advertising Man. Viking.[2] Enrichment Data[3] AAPA (2020). The Psychology of Colors in Advertising. Applied Arts and Sciences.[4] Kapferer, J-N. (2012). The Modern Brand. Kogan Page.[5] Cassidy, A., & Smith, A. (2018). Visual Grammar for Advertising Design. Routledge.
- Orchard's innovative advertising campaign for Quilted Northern, featuring unique selling propositions, emotional connections, community involvement, and a break from convention, could convince consumers to switch their brand and experience the quality offered by Quilted Northern.
- With sleeves rolled up, Orchard's creative strategy, aiming to make consumers question their current brand loyalty and imagine the rightful place of Quilted Northern in their homes, is sure to make a significant impact in the competitive toilet paper industry.
- Finance and business analysts may see groundbreaking results in the near future as consumers, moved by Orchard's compelling and breakthrough marketing strategy for Quilted Northern, shift their purchasing decisions in favor of this revitalized brand.
